UltraPlay
- Headquarters
- Sofia, Bulgaria
- sales@ultraplay.ltd
- Phone
- +359 89 912 6125
UltraPlay is a Bulgarian-headquartered B2B technology company that delivers a fully managed, turnkey sportsbook and betting platform to operators worldwide. Founded in the early 2010s and based in Sofia, the company’s core offering—the UltraPlay Betting Platform—provides a comprehensive suite of pre-match and live betting modules, risk management tools, and player account management systems. Its platform is designed to support both retail (land‑based) and online channels, including web and mobile. UltraPlay differentiates itself through a modular architecture that allows operators to customise the front‑end experience, a proprietary pricing engine that delivers real‑time odds, and a robust back‑office system that covers compliance, reporting, and marketing automation. The company holds licences from regulatory bodies in multiple jurisdictions, including the UK Gambling Commission and the Malta Gaming Authority, enabling its clients to operate legally in regulated markets. Over the years, UltraPlay has expanded its product portfolio with additional modules such as a casino/games aggregator, a white‑label affiliate platform, and a data‑driven player engagement suite. The company typically serves mid‑tier and emerging operators, and has been involved in several strategic partnerships with technology firms and sports data providers. In 2024‑2025, UltraPlay continued to invest in AI‑driven risk management and personalisation features, positioning itself as a flexible, scalable alternative to larger platform providers.
Detailed Review
History and Founding
UltraPlay was launched as a response to the growing demand for affordable, yet feature‑rich sportsbook software in fast‑growing markets. The company’s flagship product, the UltraPlay Betting Platform, is a full‑stack solution that includes a sportsbook server, trader interface, and customer‑facing web/mobile front‑ends. The platform supports over 100 sports with 25,000+ live events per month, offering both pre‑match and in‑play betting, cash‑out, bet builder, and virtual sports. A notable technical feature is its proprietary risk‑management engine, which monitors liability in real‑time and can automatically adjust odds or suspend markets to limit exposure.
Products and Platform
In addition to the sportsbook, UltraPlay provides a complete player account management (PAM) system that handles registration, deposits, withdrawals, KYC/AML checks, and bonus/wallet management. The platform is API‑first, allowing operators to integrate third‑party content (casino games, live dealer) or connect to external data feeds. UltraPlay also offers a “Sportsbook as a Service” model, where clients can deploy the front‑end on their own domain while leveraging UltraPlay’s back‑end infrastructure.
Market Position and Licensing
The company’s client base spans over 30 countries, with a particular focus on Europe, Latin America, and Africa. UltraPlay holds licences from the UK Gambling Commission (UKGC) and the Malta Gaming Authority (MGA), as well as local permits in several emerging markets. In terms of compliance, the platform supports responsible gambling tools (deposit limits, time‑outs, self‑exclusion) and is certified for GLI‑19 standards.
Additional Products and Recent Developments
UltraPlay has also developed a white‑label affiliate management module (Ultra‑Aff) and a player engagement suite that uses machine learning to segment users and trigger personalised promotions. The company’s “UltraPlay Games” aggregation platform gives operators access to thousands of slots and table games from leading studios.
Recent news (2023‑2025) highlights UltraPlay’s focus on LatAm expansion, partnerships with local football clubs, and the launch of a “Turbo‑Blast” quick‑bet feature. The company maintains a development centre in Sofia with around 150‑200 employees.
Key Products
UltraPlay Betting Platform
Full‑turnkey sportsbook with pre‑match and live betting, cash‑out, bet builder, and real‑time risk management.
Player Account Management (PAM)
Back‑office suite for player registration, wallets, KYC/AML, bonuses, and reporting.
UltraPlay Games
Casino/games aggregator with access to 3,000+ slots and live dealer titles from third‑party studios.
Ultra‑Aff
White‑label affiliate management module for multi‑tier commission structures and performance tracking.
Player Engagement Suite
AI‑based tool for personalised promotions, segmentation, and real‑time notifications.
UltraPlay API
RESTful API suite for flexible integration with external data feeds, odds providers, and payment gateways.
Offices & Headcount
175 employees (approx.)